https://www.imore.com/ios-14-tracking-changes-sees-big-ad-spending-drop-tumbling-prices

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downturn

iOS 14 tracking changes sees big ad spending drop, tumbling prices

Users seem to be overwhelmingly choosing not to be tracked by apps.
Stephen Warwick
25 May 2021 3

Apple Privacy Day Privacy LogoSource: Apple

What you need to know

  * Apple's iOS 14 App Tracking Transparency changes are having a big
    impact on ad spending.
  * One report says that ad prices have already dropped by 10%.
  * It could cost the industry billions if the trend continues.

A new report says that iOS 14 tracking changes could cost the
advertising revenue billions if an early trend in spending decline
continues.

From The Independent:

    Apple's recent privacy crackdown has dealt a major blow to
    advertisers and app developers, with spending on ads dropping as
    users embrace the iPhone maker's anti-tracking features.
    Advertising company Blis said that the cost of adverts had
    dropped by 11pc in cases where users had blocked companies from
    tracking their activity across different apps.

The report says the downturn has been "more pronounced" in some
countries, apparently in the UK the average cost of adverts has
fallen by 36%, saying a sustained decline "would knock billions off"
the industry.

Apple introduced iOS 14.5 to the public in April, allowing users to
opt-in or out of tracking across multiple apps and websites by
companies using an IDFA identifier.

Research conducted by iMore in April suggests that only 2% of iOS
users will select the 'allow' option when it comes to tracking. Some
(22%) it would depend on which app was asking the question, but a
staggering 71.6% of users said they would be opting out of tracking.

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Facebook has been a vocal critic of the move stating it will harm
small businesses that rely on advertising to reach customers.

A new report says that Apple may be upping the ante on its own
advertising services used on the App Store, where developers can pay
to have their apps advertised in the search tab on the App Store.

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